STAMPS AGAINST ANIMAL TRAFFICKING

TitleSTAMPS AGAINST ANIMAL TRAFFICKING
ClientACRES
Product / ServiceANIMAL CHARITY
CategoryA04. Stationery
EntrantPUBLICIS SINGAPORE, SINGAPORE
Entrant Company PUBLICIS SINGAPORE, SINGAPORE
Advertising Agency PUBLICIS SINGAPORE, SINGAPORE

Brief Explanation

Our target audience had little or no knowledge about this problem. So the strategy was to find a simple, surprising way to convey their suffering. We decided to highlight the cruel transportation method. The idea is to show this on stamps–, a media that also traversed borders.

The Brief

Illegal cross-border wildlife trafficking remains a serious issue worldwide, fuelled by rising affluence and demand for animal parts and exotic pets. A part of the cruel trafficking process is transportation, when smugglers brutally cramp them into small, dark spaces to avoid detection. Up to 60% of these animals die in the cruel process of trafficking. ACRES (Animal Concerns Research & Education Society) wanted to draw attention to this trafficking problem.

How the final design was conceived

To dramatise the suffering of the animals, we needed a space that was cramped. A stamp was the solution. Furthermore, stamps travel across countries,– just like animals which are trafficked, making it the perfect media space to reinforce our message.

Indication of how successful the outcome was in the market

The stamps were very well-received by recipients, with requests for additional copies. People who received the stamps, whether through ACRES or by mail, wanted to find out more about the trafficking issue. Traffic to the website also increased during the campaign period.

Credits

Name Company Position
Getty Images Getty Images Art Buyer
Evan Lim The Rabbit Hole Digital Imaging Artist
Lynn Cheng Publicis Singapore Producer
Dunstan Lee Publicis Singapore Copywriter
Xiulu Chua Publicis Singapore Art Director
Ziwei Tan Publicis Singapore Art Director
Kris Ng Publicis Singapore Creative Director
Ajay Thrivikraman Publicis Singapore Chief Creative Officer
Erik Vervroegen Publicis World Wide World Wide Creative Director